Full Metal Branding: How Heavy Metal Can Make Us Better Marketers, Brand Strategists, & Entrepreneurs
Edition: 1
Copyright: 2023
Pages: 78
Edition: 1
Copyright: 2023
Pages: 130
Choose Your Format
Choose Your Platform | Help Me Choose
$146.98
Ebook
$73.49
What do Taylor Swift, Metallica, and Slipknot all have in common? Rabid fanbases who would go to the ends Earth just for the opportunity to experience a deeper connection with them. Why are most brands content with chasing customers and fans through conventional marketing and branding approaches? What if there was a way to apply the approaches used by many heavy metal artists to brands?
Heavy metal fandom is not a fad or a passing interest. It is a lifelong commitment, a brotherhood and sisterhood of those who understand that it extends far beyond the music. It is a statement of community and solidarity that is forged in believing in yourself, knowing you are different, and not succumbing to ephemeral mainstream concepts of popularity, fashion, and taste. There is no such thing as a former or recovering metalhead. Fans of metal unapologetically pass on that love from generation to generation.
If heavy bands can generate this type of unconditional passion, why can’t your brand? Heavy Metal Branding: How Heavy Metal Can Make Us Better Marketers, Brand Strategists, and Entrepreneurs reveals lessons in marketing and branding with insights from Metallica, Slayer, Ghost, Slipknot, and many more.
Chapter 1: The Full Metal Branding Overview
Chapter 2: Brand DNA, the Three Questions, and Brand Essence
Chapter 3: The “It” Factor, Creating Value, and Making It Bigger Than Yourself
Chapter 4: Targeting: Customer Personas, Empathy Mapping, and the Brand Mirror
Chapter 5: Brand Fans, Culture, and Community
Chapter 6: Brand Personification and Aesthetics
Chapter 7: Brand Resonance
Chapter 8: Telling Your Story-Selling Your Experience
Chapter 9: Strategic Planning
Chapter 10: The Customer Journey, Communication Strategies, and Tactics
Chapter 11: Brand Extensions
Chapter 12: Metal Brands
Bibliography
Doug Quintal is a Senior Executive-in-Residence in the Department of Marketing Communication at
Emerson College. He received his MA in IMC from Emerson College and his BA in Anthropology from
Bates College. Doug teaches courses in Branding, Digital and Social Media Marketing, and Digital Music
Marketing. His research, which combines his two passions -branding and heavy metal- culminated in the
publication of his first book, Full Metal Branding: How Heavy Metal Can Make Us Better Marketers,
Brand Strategists, and Entrepreneurs in September, 2023.
Doug has served in various capacities within the Department of Marketing Communication including:
Graduate Program Director, Undergraduate Program Director, and Internship Coordinator. Prior to
joining the faculty at Emerson, Douglas served in various marketing communication positions for Virgin
Records, Rogers & Cowan, Hard Rock Café, Braithwaite & Katz, and ran his own comedy club at Charles
Playhouse in Boston. Doug was also a signed touring and recording artist.
Doug is the proud father of two children, a published concert photographer, and the creator of Black
Mass BBQ Sauce. He is an avid singer-songwriter, runner, and Boston Bruins fan. Most weekends, he can
be found in an area mosh pit.